When i think about the last trade show I attended, I'm
reminded of those "Where's Waldo?" cartoons--where
there are so many people and so much going on that you'd have
trouble finding poor Waldo even if you had a map and a
bloodhound.

Trade show sponsors are good at marketing their shows to a wide
range of exhibitors. But because there are so many exhibitors, you
risk not being able to realize a payoff for what is likely an
expensive venture. Booth space, display equipment, products,
giveaways, transportation, personnel, etc., can really add up.
These events offer incomparable marketing opportunities, but they
won't get you anywhere if you don't plan ahead.

So before you jump on to the trade show bandwagon, here are a
few things to ask yourself:

Have I set specific goals for participating in a trade show? If
you aren't exactly sure why you want to exhibit at a trade
show, don't. Ask yourself the following questions: What kinds
of people are your best customers or prospects? What do you want to
accomplish at the show? Be specific about what has to happen (such
as how many new leads you need to get, what amount of sales you
must generate, and how many connections with certain types of
buyers you'll have to make) to make the show worthwhile.

Have I chosen the right show for my needs and goals? If your
goal is to seek as many opportunities as possible to introduce a
new product, then perhaps any show will do. But the smartest
entrepreneurs streamline their goals so they don't waste their
resources. In other words, by seeking shows where the audience
truly fits your "best customer" profile, you'll get a
lot more mileage out of your trade show dollars. Consider your
distribution area, for instance. If you distribute primarily in a
local market, a national show may not be the wisest choice for
you.

Have I done adequate pre-show marketing? Where do you begin? At
the very least, mail a flier or postcard to prospects, current
customers and past show attendees. Good show organizers should be
able to provide you with a mailing list. Consider going a step
further and mailing a coupon, a ticket or even a parking pass to
key prospects or visitors. Make it worth their while to stop by
your booth.

You can also personally call key individuals to remind them that
the date of the show is approaching or to extend invitations to
receptions or hospitality activities.

How should I get ready for the show? Research on trade show
behavior indicates the number-one thing attendees look for at a
show is knowledgeable, professional people tending the booth. A
trained staff is critical to the success of your trade show
experience.

Many employees think working at a trade show falls somewhere
between jury duty and walking the plank. The wise employer,
therefore, sells the experience as an opportunity for professional
growth. Let your workers know how important this effort is and
what's expected of them. Know the kind of personality a staffer
should have, and do some in-depth training on how to manage booth
traffic, greet people, generate and qualify leads, and present a
positive first impression. Remember, people who are reliable,
knowledgeable, friendly, professional and energetic are crucial to
a successful return on your trade show investment.

With a little preparation and training, a trade show can be one
of your best marketing tools.

Leann Anderson is the owner of Anderson Business Resources, a
Greeley, Colorado, company specializing in customer service,
marketing and business etiquette. E-mail her at
landerson@ctos.com